‘Is summer, cool toh Bindu hai’: Bindu Fizz Jeera Masala launches summer campaign

Wirality Media which recently won the integrated digital mandate for Bindu Fizz Jeera Masala, the flagship jeera-based soft drink product from the SG Corporates Group has rolled out the second campaign (summer campaign) for the brand after successfully launching it in Dec 2022 through an unusual branded content short film approach.

The campaign is spearheaded by two films where the brand has floated a fresh brand positioning of ‘Cool Toh Bindu Hai’.

Commenting on the campaign, Megha Shankar, Director of SG Corporates said, “As we usher in the next chapter for SG Corporates, we are excited to announce the launch of our summer campaign, "#CoolTohBinduHai" through a two-film campaign.
The idea is so closely integrated with the category that it has the power of making Bindu synonymous with the word ‘cool’. The campaign is the first step towards building Bindu Fizz Jeera Masala, as a national brand.”

Saanand Warrier, CEO Wirality added, “It’s a pleasure to work with an enterprise that has such a strong legacy. Being a Bangalore-based team, we have all been consumers of the brand for a long time. This summer campaign is an important juncture in the brand’s journey and we are grateful for getting the opportunity to be part of this. We look at this as a start with greater prospects ahead.”

Pranav Harihar Sharma, the Writer and Director of the campaign says,“‘Cool’ as a word today has many meanings and Bindu’s new campaign ‘Cool Toh Bindu Hai’ is out there to capture all those meanings. We are aiming to capture the imagination of GenZ, Millennials and even baby boomers as ‘cool’ as a word today has become a subconscious expression for all and sundry. So this campaign will use ‘cool’ as a word, as an expression and as a physical word as in ‘cold drink’. So this summer if it's cool, it's Bindu!”